Voice Search

Quick Best Practice Tips

By Erica Rascón on May 16, 2016 in Marketing

Voice search is growing at an incredible pace. As we write content, we need to adapt to its unique format and language. Search Engine Land reports that voice search has risen significantly in the past year. Nearly 42 percent of users adopted voice search in the last six months alone.

During our recent Open Café session, the State of Search Marketing, we polled 100 users from across the U.S. to learn how they interacted with voice search. This is what we learned:

• 10 percent of people surveyed use voice search all of the time

• 30 percent of respondents occasionally use voice search

• 35 percent of respondents rarely use voice search

Voice search appeals to about 75 percent of respondents, and that number continues to grow. When you consider that the average renter will view 20 properties online, but will only visit three in person, it is vital that your property appears at the top of their voice search results. Take a second look at your content through the lens of voice search.

There are two key components that differentiate voice search from text search. The first is more descriptive, longer-tail keywords and the second is question-based search phrases.

Greater Description with Keyword

In a text search, users adapt to computer language. Short phrases such as “apartments cabbagetown atlanta” or “dates YASC DC 2016” offer just enough info to connect users with general information.

With voice search, users speak to their personal assistant as they would a friend, using full-length and often complex sentences. “Siri, find one-bedroom apartments for rent near a MARTA station in Cabbagetown” or “Okay, Google: find the dates for YASC in Washington, D.C. this year.”

With this in mind, write content that reflects how people speak to one another. You can accomplish this by being more descriptive and using natural language on your landing pages and in ad copy.

While personal assistants are becoming more sophisticated, there are still miscommunications between devices and users. Take a moment to research common misspellings that can result from the mispronunciation (or miscommunication) of your property or neighborhood. Take those errors into account.  In the example listed above, the property owner may consider keywords Cabbagetown, Cabbage Town, and Carriage Town.

Adapting for errors is particularly important for non-English words uttered by native English-speakers.  In the southeast, for example, the city of Villa Rica is pronounced “Vil-a Rick-a,” with a prominent L sound and short I sound. Test out mispronunciations and misspellings in your keyword optimization strategy.

Question-based Search Phrases

Mobile and question-based searches go hand-in-hand. More than 55 percent of search comes from mobile devices. That makes sense, since smartphones are constant companions. If there is something that a user wants to know, their smartphones are a quick and easy way to find out.

Natural language queries make excellent keywords within your pay-per-click campaigns. Research commonly asked questions about your city, your neighborhood, and apartment features. Glean phrases from the natural language query to use in your content.

This technique may not lead directly to conversions. Rather, content marketing helps brands build loyalty amongst consumers. By answering their questions, you are making a permanent blip on their psychological radars.

Let’s say that a common search question is, “What is the schedule for the B Line through Cabbagetown?” It may be helpful to dedicate a page or post to the bus schedule of this popular line, mentioning the businesses and restaurants along its path. Whenever this query comes up, your content will appear, reminding prospects that your property is along this popular route and there are plenty of businesses and restaurants nearby.

Take Away

Voice search is a growing alternative to text search thanks to savvy software and personal assistants in mobile devices. By creating content that corresponds with how we speak, you position your property to appear towards the top of users’ search results.

If adapting your content to voice search seems daunting, it’s easy to get help. Just ask your smartphone! Use the voice search feature on your smartphone for one week. You will begin to notice how long-tail keywords, mispronunciations, misspellings, and questions integrate seamlessly into the daily search experience. Use your personal anecdotes as a guide.

For additional resources, check out our next Open Café webinar this Wednesday, May 18th!